This document discusses the growing non-carbonated beverage market in India. The market is growing at a CAGR of 25% annually and is expected to reach 9000 crore by 2018. Rasna holds 85% of the concentrated powdered drink market share, which is currently worth 600 crore. Growth is seen mainly in the fruit juice and fruit drink sectors. Reasons for the market growth include health consciousness, increasing disposable incomes, and urbanization. The document outlines the types of non-carbonated drinks and major competitors in the industry.
This document discusses the growing non-carbonated beverage market in India. The market is growing at a CAGR of 25% annually and is expected to reach 9000 crore by 2018. Rasna holds 85% of the concentrated powdered drink market share, which is currently worth 600 crore. Growth is seen mainly in the fruit juice and fruit drink sectors. Reasons for the market growth include health consciousness, increasing disposable incomes, and urbanization. The document outlines the types of non-carbonated drinks and major competitors in the industry.
This document discusses the growing non-carbonated beverage market in India. The market is growing at a CAGR of 25% annually and is expected to reach 9000 crore by 2018. Rasna holds 85% of the concentrated powdered drink market share, which is currently worth 600 crore. Growth is seen mainly in the fruit juice and fruit drink sectors. Reasons for the market growth include health consciousness, increasing disposable incomes, and urbanization. The document outlines the types of non-carbonated drinks and major competitors in the industry.
Presented by, Shayan Dasgupta (ITS,Mohan Nagar) Market Insight In Beverages Market, the Non-Fizzed Market is growing at a constant faster rate It is growing at a CAGR of 25% every year and is expected to reach 9000 cr by 2018 end which is now 5000 cr (PTI input : July 24, 2013) The reason for such a rise is increasing number of health conscious consumers. Among concentrated powdered drinks Rasna is the market leader with 85% market share which is a 600cr industry.
Cont It is a seasonal market as due to heavy rains markets often get effected.
Customer preferences are shifting, but they are still always on the look out for a can of coke or a new flavoured drink to quench their thirst.
Potential Recent studies have shown that consumers from the developing countries spend almost 40% of their income on food and beverages Growth is mainly seen in the fruit juice sector and fruit drink sector. New entrants like Rasna Ju-C, Mother Dairy Safal, Delmonte , Pran Litchi Urban market growth rate is at 8% and rural market at 1% over past 3years( 3 rd March Business standard).
Reason for Market Growth Health conscious customers. Increasing Disposable Income. Increased Shopping Malls and Hypermarkets Increased level of lifestyle of the middle class. Working class more hygiene conscious. Habitual purchase. Customer Acceptance for new flavours. Types of Non Fizzed Drinks It can be divided into three categories:
1) Fruit Juice-Which Contains 100% fruit content Eg- Real, Minute Maid, Tropicana 2) Nectar-Fruit Content Between 25% TO 90% Eg- Godrej X`s, 3) Fruit Drinks Max fruit content 30% Eg- ,Slice, Maaza , Frooti, Jumpin, Nimbooz Higher the fruit content higher the price.
Price War Rs-80 Rs-99 Rs-90 Rs-75
Competitors
1.Tropicana (Pepsico.) 2.Real fruits juice (Dabur) 3.Saint Juice (Parle Agro) 4.Minute Maid (Coca-cola) 5.Safal (Mother Dairy) 6.Litchi (Pran) 7.Priyagold
Market Share
Sales Real 52% Tropicana 30% Minute Maid 10% Other 8% Packaging Styles Pet bottles Tetra Packs of small 250ml and 1 ltr Canned package
Attractive pet bottling will differentiate the product from others.
Promotion Sampling in schools as its targeting children Through campaigns in malls, big retail outlets Effective Advertisements. Sponsorship in major events Banners and Hoardings in busy locations Developing craze among youths.
Distribution Target Retail Show rooms Small Retail Stores Hyper markets Food Bazars Food retail chains. Multiplexes Focus on rural market and distribution. Advantages for Rasna Well-known and trusted brand. Craze among youths can be made as most youth grew up consuming Rasna. Good distribution channel. Nutritional value added in Ju-c vitamin c content Targeting the children. Knowledge of Indian taste.
Critical Risk Rural customers not brand loyal Glucon-D poses an hindrance in this industry as it is 420cr the glucose beverages. Heinz Targeting the local flavours in the market. Pepsico and Dabur the market giant. New entrants like GSK,ITC, High rate of inflation.